{"id":6487,"date":"2024-03-06T13:05:32","date_gmt":"2024-03-06T11:05:32","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/?p=6487"},"modified":"2024-03-09T20:50:16","modified_gmt":"2024-03-09T18:50:16","slug":"3-chyby-v-obsahu-e-mailoveho-marketingu-kterych-byste-se-meli-vyvarovat","status":"publish","type":"post","link":"https:\/\/masterbase.com\/cs\/3-errores-de-contenido-en-email-marketing-que-debes-evitar\/masterbase\/","title":{"rendered":"3 chyby v obsahu e-mailov\u00e9ho marketingu, kter\u00fdch byste se m\u011bli vyvarovat"},"content":{"rendered":"

<\/p>\n

V\u011bt\u0161ina spot\u0159ebitel\u016f tvrd\u00ed, \u017ee bude komunikovat pouze s personalizovan\u00fdmi zpr\u00e1vami. Zna\u010dky se proto sna\u017e\u00ed o spr\u00e1vnou personalizaci, ale mnoh\u00e9 z nich se st\u00e1le dopou\u0161t\u011bj\u00ed z\u00e1kladn\u00edch automatiza\u010dn\u00edch chyb, kter\u00e9 mohou z\u00e1kazn\u00edky odradit.<\/p>\n

Zde jsou t\u0159i nej\u010dast\u011bj\u0161\u00ed chyby e-mailov\u00e9ho marketingu a jak se jim vyhnout.<\/p>\n

P\u0159\u00edli\u0161 mnoho p\u0159izp\u016fsoben\u00ed<\/strong><\/h3>\n

V\u0161ichni jsme se v online sv\u011bt\u011b setkali s reklamami, kter\u00e9 jsou natolik personalizovan\u00e9, \u017ee p\u016fsob\u00ed a\u017e d\u011bsiv\u011b, zejm\u00e9na ty, kter\u00e9 se objevuj\u00ed po interakci s produktem, po zm\u00ednce o n\u011bm nebo po jeho zhl\u00e9dnut\u00ed.<\/p>\n

P\u0159esto\u017ee Facebook opakovan\u011b pop\u00edr\u00e1, \u017ee by odposlouch\u00e1val va\u0161e konverzace, dostal se pod palbu kritiky zejm\u00e9na kv\u016fli d\u011bsiv\u00e9mu c\u00edlen\u00ed reklamy zalo\u017een\u00e9mu na \u00fadaj\u00edch, o kter\u00fdch v\u011bt\u0161ina u\u017eivatel\u016f ani nev\u011bd\u011bla, \u017ee je soci\u00e1ln\u00ed gigant sleduje.<\/p>\n

A\u010dkoli existuje tendence myslet si, \u017ee v\u011bd\u011bt o u\u017eivatel\u00edch v\u0161e a p\u0159izp\u016fsobit jim jejich zku\u0161enosti by bylo p\u0159\u00ednosn\u00e9, p\u0159\u00edli\u0161n\u00e1 informovanost m\u016f\u017ee m\u00edt pr\u00e1v\u011b opa\u010dn\u00fd \u00fa\u010dinek.<\/p>\n

V\u011b\u0159\u00edme, \u017ee nejlep\u0161\u00ed strategi\u00ed je transparentnost. Transparentnost ohledn\u011b shroma\u017e\u010fovan\u00fdch \u00fadaj\u016f, v\u00fdzva u\u017eivatel\u016fm, aby se p\u0159ihl\u00e1sili ke sb\u011bru dat, a poskytov\u00e1n\u00ed konkr\u00e9tn\u00edch informac\u00ed o tom, co shroma\u017e\u010fujete a jak je pou\u017e\u00edv\u00e1te, je dnes tou nejlep\u0161\u00ed strategi\u00ed.<\/p>\n

Pokud sv\u00e9 publikum \u017e\u00e1d\u00e1te, aby se zaregistrovalo vypln\u011bn\u00edm formul\u00e1\u0159e pro odb\u011br newsletteru nebo blogu, doporu\u010dujeme jasn\u011b uv\u00e9st, co mohou o\u010dek\u00e1vat, a p\u0159edev\u0161\u00edm, jak se mohou odhl\u00e1sit, pokud si to p\u0159ej\u00ed. T\u00edm vytvo\u0159\u00edte mnohem vy\u0161\u0161\u00ed \u00farove\u0148 d\u016fv\u011bry a prok\u00e1\u017eete, \u017ee m\u00e1te skute\u010dn\u011b na mysli nejlep\u0161\u00ed z\u00e1jem\/z\u00e1\u017eitek sv\u00fdch u\u017eivatel\u016f.<\/p>\n

\u0160patn\u00e1 synchronizace<\/strong><\/h3>\n

Zaru\u010den\u00fdm zp\u016fsobem, jak na\u0161tvat sv\u00e9 z\u00e1kazn\u00edky, je zobrazit jim reklamu na produkt, kter\u00fd by si p\u0159\u00e1li, ale kdy\u017e na n\u011bj kliknou, zjist\u00ed, \u017ee nen\u00ed skladem. Nebo kdy\u017e u\u017e si ho koup\u00ed, zobrazuje se jim st\u00e1le stejn\u00e1 reklama.<\/p>\n

Proto je dnes v\u00edce ne\u017e nutn\u00e9, ba p\u0159\u00edmo nezbytn\u00e9, aby bylo mo\u017en\u00e9 zas\u00edlat e-mailov\u00e9 marketingov\u00e9 kampan\u011b podle pl\u00e1nu, v re\u00e1ln\u00e9m \u010dase a v souladu s \u00fadaji o z\u00e1sob\u00e1ch produkt\u016f. T\u00edmto zp\u016fsobem m\u016f\u017eete oslovit z\u00e1kazn\u00edky e-mailov\u00fdmi marketingov\u00fdmi kampan\u011bmi s personalizovan\u00fdmi akcemi a nab\u00eddkami v re\u00e1ln\u00e9m \u010dase, kter\u00e9 efektivn\u011b vedou ke konverzi, a nikoli k odm\u00edtnut\u00ed z\u00e1kazn\u00edk\u016f.<\/p>\n

Nedostatek v\u00fdzev k akci <\/strong><\/h3>\n

Jak jste ji\u017e nepochybn\u011b sly\u0161eli des\u00edtkykr\u00e1t, v\u00e1\u0161 obsah pot\u0159ebuje alespo\u0148 jednu v\u00fdzvu k akci (CTA). To plat\u00ed stejn\u011b pro vstupn\u00ed str\u00e1nku, pro p\u0159\u00edsp\u011bvek na blogu i pro va\u0161e zpr\u00e1vy.<\/p>\n

Bez v\u00fdzvy k akci br\u00e1n\u00edte sv\u00e9mu publiku zjistit, co od n\u011bj o\u010dek\u00e1v\u00e1te. Va\u0161i \u010dten\u00e1\u0159i jsou jist\u011b chyt\u0159\u00ed, ale to by po nich cht\u011blo p\u0159\u00edli\u0161 mnoho. Nejsou to v\u011b\u0161tci.<\/p>\n

V prvn\u00ed \u0159ad\u011b je t\u0159eba m\u00edt jasnou vizi sv\u00e9ho c\u00edle.<\/p>\n

Jak\u00fd v\u00fdsledek o\u010dek\u00e1v\u00e1te?<\/strong><\/h3>\n

Chcete propagovat obsah, kter\u00fd jste napsali? Chcete propagovat nadch\u00e1zej\u00edc\u00ed uveden\u00ed na trh nebo ud\u00e1lost? Chcete uskute\u010dnit prodej?<\/p>\n

Zam\u011b\u0159te text, obr\u00e1zky a design sv\u00e9ho sd\u011blen\u00ed tak, abyste \u010dten\u00e1\u0159e k tomuto v\u00fdsledku dovedli. P\u0159ed odesl\u00e1n\u00edm se pak ujist\u011bte, \u017ee v\u00fdzva k akci je jasn\u00e1, poutav\u00e1 a sm\u011b\u0159uje k v\u00fdsledku, kter\u00fd o\u010dek\u00e1v\u00e1te.<\/p>\n

Perfektn\u00ed, ale jak vytvo\u0159it skv\u011blou v\u00fdzvu k akci? Zde je n\u011bkolik n\u00e1vrh\u016f:<\/p>\n

# 1: Usnadn\u011bte si hled\u00e1n\u00ed CTA.<\/h3>\n

Neskr\u00fdvejte v\u00fdzvu k akci. Pou\u017e\u00edvejte jasn\u00e9 barvy, tu\u010dn\u00fd text nebo velk\u00e1 tla\u010d\u00edtka. Um\u00edst\u011bte ji na m\u00edsto, kde vynikne.<\/p>\n

# 2: Pou\u017e\u00edvejte spr\u00e1vn\u00e1 slova v\u00fdzvy k akci<\/h3>\n

Na slovech z\u00e1le\u017e\u00ed. Pokud je va\u0161e CTA nudn\u00e9 nebo v\u00e1gn\u00ed, \u010dten\u00e1\u0159i ho mohou p\u0159esko\u010dit.<\/p>\n

Pou\u017e\u00edvejte ak\u010dn\u00ed slova, nap\u0159\u00edklad \"p\u0159e\u010dt\u011bte si v\u00edce\" nebo \"kupte nyn\u00ed\". Pou\u017e\u00edvejte pocit nal\u00e9havosti. Podn\u011bcujte zv\u011bdavost.<\/p>\n

# 3: Neple\u0165te si to<\/h3>\n

Nadbytek je v\u017edy \u0161patn\u00fd. Pokud m\u00e1te v jedn\u00e9 zpr\u00e1v\u011b n\u011bkolik v\u00fdzev k akci, m\u016f\u017ee doj\u00edt k z\u00e1m\u011bn\u011b s jin\u00fdmi zpr\u00e1vami a zmaten\u00ed publika.<\/p>\n

M\u00edsto toho, aby \u010dten\u00e1\u0159i podnikli o\u010dek\u00e1vanou akci, rozhodnou se nepodniknout v\u016fbec nic.<\/p>\n

# 4: Opakov\u00e1n\u00ed CTA<\/h3>\n

Pokud je to vhodn\u00e9, opakujte v\u00fdzvu k akci v\u00edcekr\u00e1t.<\/p>\n

Sna\u017e\u00edte se \u010dten\u00e1\u0159i co nejv\u00edce usnadnit p\u0159echod z e-mailu p\u0159\u00edmo na va\u0161e webov\u00e9 str\u00e1nky nebo produkt. Pokud v\u00fdzvu k akci n\u011bkolikr\u00e1t zopakujete, budou m\u00edt v\u00edce \u0161anc\u00ed si j\u00ed v\u0161imnout a reagovat na ni.<\/p>\n

\u00a0<\/p>\n\n\n

\"\"<\/a><\/figure>","protected":false},"excerpt":{"rendered":"

Je to v\u0161eobecn\u011b zn\u00e1m\u00e1 v\u011bc, ale stoj\u00ed za to ji zopakovat: personalizace je kl\u00ed\u010dem k efektivn\u00edmu e-mailov\u00e9mu marketingu, proto\u017ee zvy\u0161uje relevanci a p\u0159im\u011bje publikum, aby si va\u0161e zpr\u00e1vy p\u0159e\u010detlo a ud\u011blalo to, co po n\u011bm chcete, a ne je jen otev\u0159elo.<\/p>","protected":false},"author":239642484,"featured_media":11878,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_crdt_document":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1405],"tags":[],"class_list":["post-6487","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing"],"yoast_head":"\n3 errores de contenido en email marketing que debes evitar - 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